Hållbara investeringar - Hur tolkas och används de i varumärkesbyggande syfte?
(2018) FEKH29 20181Department of Business Administration
- Abstract (Swedish)
- Title: Sustainable investments. How are they interpreted and used as a part of branding?
Seminar date: 2018-06-01
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)
Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson
Advisor: Veronika Tarnovskaya
Key words: Sustainable investments, ESG, branding, fund managers, banks
Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding
Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the... (More) - Title: Sustainable investments. How are they interpreted and used as a part of branding?
Seminar date: 2018-06-01
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)
Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson
Advisor: Veronika Tarnovskaya
Key words: Sustainable investments, ESG, branding, fund managers, banks
Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding
Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the selected companies’ websites.
Theoretical perspectives: The theories utilized to fulfill the purpose relate to sustainable investments and branding. The methodology and principles for executing sustainable investments is used in combination with branding-theory and how sustainability can be integrated into a corporate brand. Third-party labels and a critical perspective relating to greenwashing is presented to allow a deeper analysis and understanding of what affects branding.
Empirical foundation: The analysed empirical data is primarily from the selected companies’ websites and online reports.
Conclusions: The conclusions made are that all companies in our selection interpret sustainable investments in a similar way and what varies is which national and international standards they abide to and their methodology for implementing sustainable investments. From a branding perspective big banks generally have a lower visibility of their information relating to sustainable investments and their focus lies on economic yield and how their operations compare and relate to international standards. Smaller fund-managing companies have more visibility of their information regarding sustainable investments and the focus of their marketing lies on how they relate to third-party and national standards and why sustainable investing is important. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8953098
- author
- Björck, Linnea LU ; Löfkvist, Mathias LU and Dieden Bengtsson, Molly LU
- supervisor
- organization
- course
- FEKH29 20181
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- Hållbara investeringar, ESG, Varumärkesbyggande, Fondförvaltare, Banker
- language
- Swedish
- id
- 8953098
- date added to LUP
- 2018-07-05 11:43:34
- date last changed
- 2018-07-05 11:43:34
@misc{8953098,
abstract = {{Title: Sustainable investments. How are they interpreted and used as a part of branding?
Seminar date: 2018-06-01
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)
Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson
Advisor: Veronika Tarnovskaya
Key words: Sustainable investments, ESG, branding, fund managers, banks
Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding
Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the selected companies’ websites.
Theoretical perspectives: The theories utilized to fulfill the purpose relate to sustainable investments and branding. The methodology and principles for executing sustainable investments is used in combination with branding-theory and how sustainability can be integrated into a corporate brand. Third-party labels and a critical perspective relating to greenwashing is presented to allow a deeper analysis and understanding of what affects branding.
Empirical foundation: The analysed empirical data is primarily from the selected companies’ websites and online reports.
Conclusions: The conclusions made are that all companies in our selection interpret sustainable investments in a similar way and what varies is which national and international standards they abide to and their methodology for implementing sustainable investments. From a branding perspective big banks generally have a lower visibility of their information relating to sustainable investments and their focus lies on economic yield and how their operations compare and relate to international standards. Smaller fund-managing companies have more visibility of their information regarding sustainable investments and the focus of their marketing lies on how they relate to third-party and national standards and why sustainable investing is important.}},
author = {{Björck, Linnea and Löfkvist, Mathias and Dieden Bengtsson, Molly}},
language = {{swe}},
note = {{Student Paper}},
title = {{Hållbara investeringar - Hur tolkas och används de i varumärkesbyggande syfte?}},
year = {{2018}},
}